Diagram of Maslow's hierarchy of needs.
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Here is a list of the most common reasons of why people buy aligned to Maslow’s Hierarchy of Needs:

SURVIVAL: (Warmth, Water, Food, Sleep, Health, Sex) or what is commonly referred to as BASIC NEEDS!

  1. To be warm
  2. To satisfy hunger
  3. To satisfy thirst
  4. To rest and regenerate
  5. To avoid pain
  6. To look younger
  7. To attract the opposite sex

SAFETY / SECURITY: (Physical Safety, Comfort, Freedom from Threats, Economic Security)

  1. To be safe
  2. To protect the family
  3. To protect possessions
  4. To save money
  5. To make money
  6. To look younger
  7. To save time
  8. To save money
  9. To be fit and healthy
  10. To be organised
  11. To escape stress
  12. To avoid effort
  13. To make work easier
  14. To become comfortable
  15. To be more efficient
  16. To save energy
  17. To be clean
  18. To gain convenience


  1. To attract the opposite sex
  2. To express love
  3. To receive love
  4. To be clean
  5. To be in style
  6. To avoid criticism
  7. To attract praise
  8. To be popular
  9. To be organised
  10. To be fit and healthy
  11. To be understood
  12. To be informed

SELF-ESTEEM: (Prestige and Status, Recognition of Intelligence, Recognition of Strength)

  1. To be individual
  2. To have fun
  3. To protect reputation
  4. To save environment
  5. To feel superior
  6. To look younger

SELF-ACTUALISATION: (Autonomy, Creativity, Peak Experiences, Benevolence)

  1. To be independent
  2. To have privacy
  3. To be challenged
  4. To be innovative
  5. To discover new things and experiences
  6. To be spontaneous
  7. To leave a legacy
  8. To give to others

Understanding the drivers behind reasons for buying will allow marketers to better satisfy customer needs through both better product and service design as well as improved communication!

Examining the above reasons for buying it is no wonder that our society is pre-occupied with attracting the opposite sex and staying young! Nor is it surprising that luxury goods are now in many ways “available” to most people and there is now a rise of the “uber premium goods and services”

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